Piracy adds to crime

Although the anti-piracy message is very serious ('When you buy pirated DVD'S and video tapes - you are supporting criminals...'), Net#work decided to use humour to deliver it. And who better to direct the commercials than comedy film director, Bevan Cullinan, who is making a name for himself in turning any straight performance into clever comedy.

"No big deal" was the initial phrase when SAFACT briefed Net#work creative team, Tian van den Heever and Neo Mashigo. Once they had started to work on the campaign, they both became big anti-piracy activists. "People have the perception that buying a pirated DVD from the guy at the robot is a victimless crime, but it is in fact just the tip of the iceberg and leads to more dangerous crime," says Mashigo.

Both adverts show a crime in progress: guy loading stolen televisions and an old lady having her bag snatched respectively. There is an attempted display of heroism from a third party for the victims, or so we think, but it turns out the perpetrators get advice and assistance - to the bewilderment of onlookers. The voice over says: "It is the same thing, if you buy pirated DVD'S and Games - you are supporting criminals."

As Van den Heever explains, "When people are laughing, their guard is down."

Cullinan, who likes to inject laughing points throughout the narrative of all the commercials he directs, regardless of the punchline says, "Comedy is very complex and in the case of these two commercials, which are based on a criminal activity, it becomes even more complex."

Other elements of the campaign include print adverts, posters and radio commercials. With the in-store posters, Van den Heever and Mashigo decided to target parents through their children and convey a message of 'shame on you' if you buy pirated goods.